Burberry Case Study

(TASK: Develop a Marketing Communications plan in relation to a marketing problem /

oppertunity that you identify.)

Reinventing Negative Brand

Image : Burberry

Title Page Number

Executive Summary........................................................................

Context Analysis.............................................................................
History and Overview....................................................
SWOT Analysis............................................................
PEST Analysis..............................................................
Burberry and Self Completion.......................................... Promotional Objectives..................................................................

Marketing Communications Strategy...........................................

Promotion Mix.................................................................................
Advert Campaign..........................................................
Events........................................................................
Event Sponsorship.........................................................

Implementation................................................................................
Resources.........................................................................................
Human Resources..........................................................
Physical Resources.........................................................

Evaluation and Control..................................................................

References........................................................................................

Appendices........................................................................................

Executive Summary
Context Analysis History and Overview
Since being founded in 1856, the Burberry brand has grown into a globally

References: Solomon, M. (2010) Consumer Behaviour: A European Perspective. Harlow, Essex: Pearson Education Limited. 4th edn. Bamossy, G. Askegaard, S. Hogg, M. Day, J. (2004) Burberry doffs it’s cap off to ‘chavs’. London: Media Guardian. Available at: http://www.guardian.co.uk/media/2004/nov/01/marketingandpr (Accessed: 20th November 2010). Blythe, J. (2008) Essentials of Marketing. Harlow, Essex: Pearson Education Limited. 4th edn. Appendices